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Hulu.com is Ready for Failure Launch

image After months of hype and positioning, NBC/News Corp-back Hulu.com is ready to launch–and we assume ready to fail.

Hey, we’re not suggesting the YouTube and Joost online video rival is going to be bad, but even their CEO warned us to expect failure. Fortunately, they also expect to "fail fast"–something Mike Moran would approve of.

As part of today’s beta launch, Hulu has announced new deals with Sony Pictures and MGM Studios. According to Reuters…

…Hulu will offer about 90 TV shows from the four companies and smaller partners ranging from current prime-time hits such as "Heroes" and "The Simpsons" to vintage shows "Miami Vice" and "The A-Team."

It will also make about 10 feature films available including "The Breakfast Club" and "The Blues Brothers."

Blogging for Business Conference–Gary Goldhammer Keynote

How to Measure Social Media Effectiveness

Gary Goldhammer, Edelman Interactive

The hidden reality: there is no way right to measure social media. We’re all figuring this out. Nielsen is measuring time spent, interactions.

We respect what has happened—things that are visible, tangible. We honor the established solutions.

But we ignore the things that could have happened. We need to look beyond. That’s where innovation thrives. It thrives in the places that aren’t visible, aren’t tangible. We like to rely on others to write the case studies for us.

Low predictability = large impact

Forget everything that you know. Put it out of your mind. What you know about communications is irrelevant and insignificant compared to what social media has to offer. What you absolutely know about communications is a barrier to social media. The past is not always significant. What we know is less significant than what we don’t know.

NBC Leaves YouTube in Favor of Hulu

Frankly, NBC is just all over the map online. They’ve declined to renew their iTunes contract, started offering their shows on Amazon, and offered free show downloads from NBC Direct. They’ve hyped Hulu, their YouTube killer, and then said they’re ready to fail with it. They’ve attacked Google and YouTube on copyright infringement issues—while maintaining a content partnership with the company.

Well, that last contradiction is no more, according to several reports earlier this week. After 16 months, NBC has reneged on its agreement for a channel on YouTube in favor of Hulu, due into private beta this month (T-minus seven days, guys!).

Meanwhile, CNET’s Don Reisinger offers encouraging words on Hulu’s prospects:

Nielsen to Provide Demographics for Google TV Ads

image Google has partnered with the Nielsen Company to help the search engine better understand the demographics of those who view its Google TV Ads, reports the NYT.

The multi-year deal will start of small, but will likely grow as Google expands beyond the rather limited network of just 13 million viewers provided by its partner DISH Network.

Google TV Ads are already more sophisticated in their reporting than most TV commercials.

Google…analyzes the data from set-top boxes to determine exactly which ads were watched or skipped, with a second-by-second breakdown…The reports from Google can pinpoint the moment when viewers most commonly changed the channel, potentially helping marketers shape the creative work on their commercials. For instance, if viewers are turning the channel after seven seconds, the agency might revisit the opening of the ad.

Viacom: Well, We Might Play Nice Later

Earlier this week, Viacom reaffirmed their commitment to suing Google (hey, we all have to be committed to something, right?). Commenting on that decision, I said that Viacom should at least be willing to work with Google’s new anti-piracy tool.

And according to Reuters, it appears that they might:

“I suspect at some point in the future we’ll work with Google,” [Viacom Inc Chief Executive Philippe] Dauman said at the Web 2.0 Summit in San Francisco.

Of course, how willing the companies are to work together may depend on the nature of the eventual settlement.

Viacom also commented on the copyright agreement they signed this week (along with CBS, MSFT, Fox, MySpace, Disney and NBC), which included “blocking pirated material before it is loaded on a site for public access.” This could be a potential quibble with Google’s new anti-piracy system, which may allow copyrighted clips to be posted briefly before they are detected.

Viacom Publishing "Daily Show" Clips

image Viacom wants you to know that it’s not a big meany who doesn’t want you to get your fix of Comedy Central shows. Sure, the media giant is suing Google and YouTube for copyright infringement, but they started it!

To demonstrate just how online video-friendly it is, the company is going to publish 13,000 video clips of “The Daily Show With Jon Stewart”–that’s just about every minute of the show since its 1999 start.

The database is searchable by both date and topic, making it a potential bonanza for students of American pop culture. If you want to see what host Jon Stewart has had to say about former First Lady Barbara Bush or ill-fated Kentucky Derby winner Barbaro, you can find the clips and put them in context by seeing what else was featured on the same day.

Video: Marketing is No Longer a One-way Dialog

Earlier this year Microsoft Digital Advertising Solutions put together a video that explains why the old way of advertising is no longer reaching your target customer.

Every marketer will laugh at the many truths in this video…